The Copywriting at Airtable: What We Can Learn

How Airtable found the right message (or copywriter) after eight years.

Imagine a database marrying a Google spreadsheet. That’s how Airtable was born.

Now that baby database/spreadsheet child is worth $11 billion. That’s a lot of guacamole. They did it through industry-specific use cases and speaking to the benefit of using Airtable.

But let’s go back in time. Let’s hold our maestro wand and orchestrate how Airtable became so valuable.

And let’s do that by looking at their website copy.

As a new startup in 2012, Airtable was trying to figure out everything, especially messaging and positioning. In February 2015, investors came along and invested $3 million in Airtable.

Like any startup, they needed to figure out what they were saying and how they were saying it. So they came out with this wonderfully vague message.

Faster forward to November 2018, Airtable has raised $100 million in Series C funding. As they learned more about their customers, they learned more about their messaging.